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This case study delves into the business improvements OKEY has made by analyzing shopper reviews.
ABOUT
OKEY was founded in 1991 with a mission to establish family planning practices and to make birth control methods accessible in cooperation with the Turkish Family Health and Planning Foundation (TAPV).
The main mission of OKEY is to popularize condom use by raising social awareness and understanding. Condoms are the only products which both constitute an effective contraception method and prevent sexually transmitted diseases.
Since its establishment, the leading condom brand OKEY has been striving to satisfy all kinds of customer needs regarding every aspect of sex life with innovative products for all to enable a fully enjoyable sexual experience.
Challenges Before Datadot Sense
Understanding product experience expectations
OKEY has many products that have been on the market for years. This means that they have a large amount of historical user data that we can use to predict expectations and future purchases, but the team don’t have enough resources to analyze it.
Analyzing the competitive environment
OKEY is in a seriously competitive market and that’s why the team wants to identify how the other brands provide shopping, delivery, and product experiences and what are their strengths and weaknesses when compared.
Identifying the operational issues that affect the shopping experience
Issues such as lack of privacy or delay in delivery has a negative impact on the overall shopping experience.
Business Goals
Increasing the impact of data in overall business decisions
Monitoring customer experience closely
Improving customer satisfaction
Before we started using Datadot Sense, we were struggling to effectively track and understand customer sentiment about our products. We were overwhelmed by the volume of data and didn't have a clear way to identify trends or patterns.But since we started using Datadot, this has changed. The software is incredibly user-friendly and helps us quickly and easily track and analyze customer sentiment across all of our channels. We've been able to identify and address pain points, leading to increased customer satisfaction.
Erdal Metin
E-Commerce Digital Marketing Executive
Results Provided through Datadot Sense for Okey’s Challenges
When analyzing OKEY condom comments, we found that while the overall positive sentiment was 78%, the comments under the size label had the lowest positive sentiment at 55%. Further analysis revealed that Okey Zero had the largest share of size-related comments among all product reviews, with a positive mood of only 50%.
This shows that size is a major concern for shoppers, and providing more information on the size of the products could help improve overall satisfaction. So, adding the size information in mm to the product contents of the condoms.
While delivery is the second most talked about topic in OKEY branded product reviews, with 20.3% of comments, it has an above-average positive mood of 82%. In contrast, another OKEY seller receives 100% negative reviews related to privacy.
This shows that there may be issues with the confidential delivery experience for shoppers who purchase from that seller, and providing training to sellers on how to properly handle confidential shipments could help improve the overall shopping experience for OKEY products.
When the OKEY team reviewed the user-generated content, they also recognized that some products are suspected to be fake when the performance is not as expected. In a specific time period in 2021, fake product reviews were received from OKEY Rötar, Eczacıbaşı Market store. Regarding this concern, the brand team could create a card to be used within packages that shows the originality of the product.
OKEY faced challenges in understanding shopper sentiment. They used Datadot Sense to address pain points, improve customer satisfaction, and identify size, delivery, and privacy concerns. Datadot Sense helped OKEY make data-driven decisions, closely monitor customer experiences, and achieve their goal of improving satisfaction.